Under 8 § of the Swedish E-Commerce Act, Lag (2002:562) om elektronisk handel, a business website must show the company name, a geographic address and an email address, and where they apply the organisationsnummer, the VAT registration number and any licensing authority. Cookies are a separate rule in the Electronic Communications Act, supervised by PTS, while the personal data you collect falls under the GDPR and IMY. This guide covers those rules, what Swedes look for before they get in touch, how search differs in Sweden, what a site costs in kronor, and a worked example for a small carpentry firm.
What does a Swedish customer look for on a company website?
Before any law, think about the visitor. A homeowner choosing a carpenter, a cleaner or an accountant usually wants four things settled within a minute: what exactly you do, whether you work in their area, roughly what it costs, and who you are. In Sweden the last point carries extra weight. Company details are public, so a visitor can check your organisationsnummer against the public business registers, and a site that hides it looks evasive.
Price clarity is the other big one. For household services, say whether your prices are before or after the ROT or RUT tax deduction, because that is the first question many customers will otherwise ask by phone. And write in Swedish. English is widely understood, but a Swedish customer comparing three local firms will trust the one that speaks to them in their own language.
What does Swedish law require on a business website?
Section 8 of Lag (2002:562) om elektronisk handel och andra informationssamhällets tjänster, Sweden’s version of the EU e-Commerce Directive, lists information that must be easy, direct and permanently accessible to visitors:
- 1The name of the business.
- 2The geographic address where it is established.
- 3Contact details including an email address, so people can reach you quickly and directly.
- 4The organisationsnummer, where you have one.
- 5The VAT registration number (momsregistreringsnummer), where you have one.
- 6The supervising or licensing authority, if your activity needs a permit.
The act was last amended by SFS 2025:989 and section 8 is unchanged. Most businesses place these details in the footer of every page and repeat them on the contact page. A contact form without a visible email address does not meet the email requirement.
Who checks cookie banners in Sweden: PTS or IMY?
Both have a role, which confuses many owners. The rule about storing or reading cookies on a visitor’s device is in chapter 9, section 28 of the Electronic Communications Act, Lag (2022:482) om elektronisk kommunikation, and the Swedish Post and Telecom Authority (PTS) supervises it. Whatever personal data those cookies or your forms collect is then governed by the GDPR, and that is IMY’s field (Integritetsskyddsmyndigheten).
PTS has shown what it expects. In 2022 it opened checks on a small sample of websites, and in 2023 it sent notices and decisions about cookie consent to several of their owners. The points it raised are a practical checklist for any small site:
- 1Refusing non-essential cookies must be as easy as accepting them, at the same moment and in the same view.
- 2Withdrawing consent later must be as easy as giving it.
- 3Non-essential cookies must not be placed before the visitor consents.
- 4Cookies strictly needed for a service the visitor asked for, or to send a message over the network, need no consent.
In practice: two equal buttons, “Godkänn alla” and “Neka alla”, a settings link, and analytics or advertising tags that only load after a yes.
What should the privacy page cover under the GDPR?
Keep it short and true. Name your business as the party responsible for the data, list what you collect (contact form, quote requests, newsletter), say why and for how long, name the services that receive the data (such as your host or email provider), explain people’s rights, and say they may complain to IMY. Link it from every form. The more fields a form has, the longer this page becomes, so ask only for what you need to reply.
💡 Swedish law asks for an email address on the site, not just a form. Put it in the footer with the organisationsnummer and VAT number.
How do Swedes search, and what does that mean for your site?
Sweden has the lowest Google share of the European markets we looked at. StatCounter’s September 2026 figures:
| Search engine | Share in Sweden (Sept 2026) | What a small business should do |
|---|---|---|
| About 85.9% | Complete Google Business Profile, Search Console, clear page titles | |
| Bing | About 8.4% | Register with Bing Webmaster Tools and submit the sitemap |
| DuckDuckGo | About 2.1% | Nothing extra; it draws largely on other indexes, so good basics carry over |
| AI assistants | Not in these figures | Allow their search crawlers in robots.txt; keep services, areas and prices as plain text |
Roughly one search in seven happens somewhere other than Google, which is more than in most of Europe. The extra work is small: a Bing registration takes minutes. On AI search, OpenAI states that sites which block its OAI-SearchBot crawler are not shown in ChatGPT search answers, so check that your host or security settings do not block it by accident.
Worked example: a two-person carpentry firm in Uppsala
Picture an aktiebolag with two carpenters doing kitchens, decking and small renovations within about 40 km of Uppsala. Most work comes from recommendations, but new customers search “snickare Uppsala” and compare the first few results.
Their site has five pages: a home page that says what they do and where; a services page with a short section for kitchens, decks and renovations; a page of finished projects with real photos; an about page with both carpenters’ names and faces; and a contact page with phone, email and a short quote form. The footer shows the company name, address, email, organisationsnummer and VAT number. Prices are given as “from” figures with a clear note on whether the ROT deduction is included.
The quote form asks for name, phone or email, the town and a description of the job, and nothing more. The cookie banner offers equal accept and refuse buttons. The Google Business Profile lists the same address and phone as the website, and the service area matches the areas named on the site.
That is exactly the shape of an Adyft Sites Starter site: five pages written for the firm, hosting, SSL, security, Google and AI-search set-up, monthly changes sent by WhatsApp and a monthly visitor report, for $1,499 setup plus $69 a month, live in under seven days. The domain, about $12 to $20 a year, is registered in the company’s own name. We add the company details and privacy page you give us; the legal wording should be checked by your adviser. If you need every page in Swedish, ask us before you order.
Does the European Accessibility Act matter for a firm like this?
For the carpenters, not today. The European Accessibility Act, applied since 28 June 2025, covers e-commerce and a short list of other consumer services, and a site that presents a trade business and takes quote requests is not selling online. Even if the firm later added a shop for, say, made-to-order furniture, a business with fewer than 10 people and no more than €2 million in turnover or balance sheet is a microenterprise and is exempt for services. The point to watch is growth: hire your tenth person or start selling to consumers online at scale, and the question needs a fresh look. Clear contrast, labelled forms and text on images are still worth having, because they help every visitor.
How much does a company website cost in Sweden?
One Swedish marketplace guide (March 2025) gives hourly rates from about 500 kr for simple work to 1,000–1,500 kr for advanced development. On project prices it suggests 5,000–15,000 kr for a simple site or landing page, 20,000–50,000 kr for a mid-level site with custom functions, and 50,000–100,000 kr or more for e-commerce or a web app. Another guide puts a Swedish domain at around 100 kr a year and web hosting around 1,000 kr a year.
Two questions decide whether a cheap quote stays cheap: who writes the Swedish text, and who sets up the cookie banner, privacy page and search profiles. If the answer to both is “you”, add your own hours to the price.
Adyft Sites prices in US dollars. Starter: $1,499 plus $69 a month, five pages. Growth: $3,499 plus $129 a month, 25 pages, about 12 days. Pro: $5,499 plus $229 a month, 50 pages. FAQ, Contact and Privacy pages are free on every plan.
Is a done-for-you website the right choice?
It suits owners who would rather spend their evenings on the business than on the website. It is not the best fit if you like building things yourself (a DIY website builder will cost less), or if you need a large custom system tied to your accounting or job-management software, where a local agency with a detailed brief makes more sense. If you want face-to-face meetings in Swedish throughout, a local freelance designer gives you that.
Questions about company websites in Sweden
Must the organisationsnummer be on my company website?
Yes, where you have one. Section 8 of Lag (2002:562) om elektronisk handel lists it, together with the VAT number where applicable, your name, address and email. Most firms put these in the footer.
Is a contact form enough, or do I need to show an email address?
Show an email address. Swedish law asks for contact details including email that let people reach you quickly and directly, so a form alone falls short.
Which authority checks cookie banners in Sweden?
PTS supervises the cookie rule in chapter 9, section 28 of the Electronic Communications Act. IMY supervises the GDPR, which covers the personal data that cookies and forms collect.
What did PTS criticise in Swedish cookie banners?
In its 2023 notices and decisions PTS asked for refusing to be as easy as accepting, at the same time and in the same view, for withdrawing consent to be as easy as giving it, and for non-essential cookies not to be set before consent.
Do I need to register my site with Bing in Sweden?
It is worth the few minutes. StatCounter put Bing at about 8.4% of Swedish searches in September 2026, a larger share than in most European countries.
How much does a simple company website cost in Sweden?
One Swedish marketplace guide puts a simple site at 5,000–15,000 kr and a mid-level site at 20,000–50,000 kr. Check whether writing, hosting and the cookie set-up are included.
Sources: Lag (2002:562) om elektronisk handel, 8 § — https://data.riksdagen.se/dokument/sfs-2002-562.html · Lag (2022:482) om elektronisk kommunikation — https://data.riksdagen.se/dokument/sfs-2022-482.html · PTS cookie supervision notice (Tele2, 2023) — https://www.pts.se/contentassets/7b02c828f0984bfba1d1614dc666ab1a/underrattelse-tele2-kaktillsyn.pdf · PTS closing decision (2023) — https://pts.se/contentassets/7b02c828f0984bfba1d1614dc666ab1a/avslutsbeslut-dnr-22-11378-tele22.pdf · EDPB members (IMY) — https://www.edpb.europa.eu/about-edpb/about-edpb/members_en · European Accessibility Act, Art. 4 — https://www.legislation.gov.uk/eudr/2019/882/article/4 · OpenAI crawlers — https://developers.openai.com/api/docs/bots · A Swedish quote-marketplace’s web development price guide (March 2025) ·Running costs guide — https://www.m3.se/article/1826111/skapa-hemsida-foretag.html · StatCounter, Sweden search engine share — https://gs.statcounter.com/search-engine-market-share/all/sweden
A Swedish business site, written and run for you
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